MTOTW #46: There's a CEO of a local tech company who tells a great story. His first job was in a pet store. Customers would come in and happily hold and play with a puppy. But eventually he had to ask: “Do you want the puppy?”

At a certain point in the sales process, you have to go for the no—but when is that, exactly? A good rule is to look at the length of your average sales cycle. When a prospect has reached the end of that timeframe without closing, it’s time to ask.

In high tech industries, the sales cycle is typically longer, which is why lead nurture programs are so important to ensuring sufficient mindshare throughout that timeframe.

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